{"id":11932,"date":"2023-07-31T15:29:48","date_gmt":"2023-07-31T13:29:48","guid":{"rendered":"https:\/\/www.mainstream.rs\/?p=11912"},"modified":"2024-10-30T09:57:36","modified_gmt":"2024-10-30T09:57:36","slug":"kako-da-pokrenete-uspesan-online-shop","status":"publish","type":"post","link":"https:\/\/mainstream.eu\/sr\/blog\/kako-da-pokrenete-uspesan-online-shop\/","title":{"rendered":"Kako da pokrenete uspe\u0161an online shop?"},"content":{"rendered":"\n<p>Odgovore na ovo i druga klju\u010dna pitanja vezana za e-commerce biznis ponudila je Zoom panel panel diskusija <a href=\"https:\/\/www.youtube.com\/watch?v=xCmTX5T-7Zc\" class=\"ek-link\">\u201cOnline Shop from A to Z\u201d<\/a> u organizaciji E-commerce Asocijacije Srbije. Svoje iskustvo sa u\u010desnicima su podelili panelisti Aleksandar Nastevski, Direktor NB Softa, Sini\u0161a Nedeljkovi\u0107, e-commerce arhitekta u kompaniji Yemora i Abel Duran, Market Intelligence Manager Ananas e-commerce platforme. Diskusiju je moderirala Zorana Juri\u0107, Vice President of Sales u Mainstream-u.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/mainstream.eu\/sr\/blog\/kako-da-pokrenete-uspesan-online-shop\/#Online_trgovina_u_Srbiji_nekada_i_sada\" >Online trgovina u Srbiji: nekada i sada<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/mainstream.eu\/sr\/blog\/kako-da-pokrenete-uspesan-online-shop\/#Sta_ne_zele_online_kupci\" >\u0160ta (ne) \u017eele online kupci?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/mainstream.eu\/sr\/blog\/kako-da-pokrenete-uspesan-online-shop\/#Gde_pocinje_poverenje_na_webu\" >Gde po\u010dinje poverenje na webu?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Online_trgovina_u_Srbiji_nekada_i_sada\"><\/span>Online trgovina u Srbiji: nekada i sada<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Kako je istakao Aleksandar Nastevski, doma\u0107a e-commerce industrija ostvarila je merljiv napredak u protekloj deceniji.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong><em>\u201cKada smo pre 14 godina radili na prvom web shop-a za veliku maloprodajnu kompaniju, to je izgledalo otprilike ovako: razmenimo jedan mejl, po\u010dinjemo projekat i zavr\u0161avamo ga za tri meseca. I to je to, nema prigovora. Danas je situacija druga\u010dija. Ugovaranje projekta i definisanje specifikacija prote\u017ee se na preko 200 strana, a na kraju ipak ne mo\u017ee da se razlu\u010di gde je odgovornost, da li na strani nas kao provajdera ili trgovca koji treba da pokrene change request.\u201d<\/em><\/strong><\/p>\n<\/blockquote>\n\n\n\n<p>Trgovci su danas znatno zreliji, napredniji i imaju sve kompleksnije zahteve za implementaciju online prodavnica sa aspekta broja modula, kao i njihove razrade. Sve ve\u0107i fokus na ovaj model prodaje nije iznena\u0111enje, jer korisnici sve vi\u0161e kupuju onajln &#8211; prema podacima Narodne Banke Srbije <strong>obim dinarskih transakcija putem interneta se u 2022. godini uve\u0107ao za skoro 34%<\/strong>.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Edukacija unapre\u0111uje konkurentnost<\/h4>\n\n\n\n<p>Porede\u0107i srpsku e-commerce scenu sa ostatkom Evrope, direktor NB Softa naveo je da postoji prostor za napredak. Prema njegovim re\u010dima, jedna od klju\u010dnih oblastima u kojima inostrani ritejleri nadma\u0161uju doma\u0107e je paleta servisa koji su dostupni krajnjem kupcu. Primera radi, korisniku online usluga u zemljama kao \u0161to su \u010ce\u0161ka i Slova\u010dka je \u010desto na raspolaganju preko 20 na\u010dina isporuke. To u Srbiji nije slu\u010daj.<\/p>\n\n\n\n<p>Kako bi i\u0161li u korak sa aktuelnim trendovima, za maloprodajne kompanije je va\u017ena edukacija za koju su, izme\u0111u ostalog, odgovorni i partneri.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cNa\u0161 pristup je da u svim fazama projekta &#8211; od ugovaranja ponude preko tehni\u010dke realizacije do daljeg razvoja i unapre\u0111enja &#8211; edukujemo trgovce tako \u0161to dajemo savete, adresiramo pojedina\u010dne probleme i ukazujemo im na \u0161ta da obrate pa\u017enju pri planiranju novih inicijativa.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>Slu\u0161aoci panela imali su priliku da se upoznaju sa sa projektom <a href=\"https:\/\/kliknitesakupcima.ananas.rs\/\" class=\"ek-link\">\u201cKliknite sa kupcima\u201d<\/a>, koji Ananas organizuje u saradnji sa E-commerce Asocijacijom Srbije, Privrednom Komorom Srbije i MTS-om. Cilj ovog projekta, objasnio je Abel Duran, jeste da pru\u017ei podr\u0161ku trgovcima koje tek pokre\u0107u ili \u017eele da unaprede online poslovanje.<\/p>\n\n\n\n<p>Karavan je obi\u0161ao desetine gradova u Srbiji i izazvao je veliko interesovanje. U okviru edukacije, u\u010desnici mogu da se oslone na sveobuhvatnu podr\u0161ku za pokretanje web prodavnice, vo\u0111enje marketin\u0161kih, digitalnih i drugih aktivnosti.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u0160ta morate da uzmete u obzir ako pokre\u0107ete online shop?<\/h3>\n\n\n\n<p>Pre svega, da sagledate \u0161iru sliku tr\u017ei\u0161ta, poru\u010dio je Sini\u0161a Nedeljkovi\u0107. Kako je naveo, kompanije treba da postave ciljeve i ambicije za slede\u0107ih nekoliko godina. Podjednako va\u017ean je i pristup relevantnim podacima o klijentima &#8211; \u0161ta ih zanima, koje proizvode najvi\u0161e kupuju, koje stranice najvi\u0161e pose\u0107uju. Uz re\u0161enja kao \u0161to su Customer Relationship Management (CRM) i Enterprise Resource Management (ERP) trgovci dobijaju brojne mogu\u0107nosti da korisni\u010dke podatke iskoriste za razvoj svog poslovanja, te je adopcija ovih softvera jedan od klju\u010dnih koraka na putu ka e-commerce uspehu.<\/p>\n\n\n\n<p>Ako su va\u0161e online ambicije velike i razmatrate pokretanje sopstvenog Marketplace-a, izazovi su, o\u010dekivano, jo\u0161 slo\u017eeniji. Vode\u0107i se iskustvom Ananas platforme, poznate i kao regionalni Amazon, Abel Duran naglasio je da online marketplace ne sme da upadne u zamku: da bude fokusiran na samo jedan segment, bilo da su to deoni\u010dari, biznis model ili klijenti.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cKao ekosistem, svaki online marketplace mora da bude stakeholder-centric.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>U praksi to zna\u010di da marketplace mora da podjednako prioritizuje kupce i partnere koji na njemu plasiraju svoje proizvode. Kao \u0161to kupcima treba ponuditi jednostavno iskustvo kupovine, partnerima se mora omogu\u0107iti jednostavno ulistavanje na marketplace, jednostavno a\u017euriranje lagera, cena i inventara, kao i prihvatanje porud\u017ebina. Tako\u0111e, ovakav biznis treba da bude okrenut i dostavlja\u010dima robe kako bi se kupljeni proizvodi adekvatno isporu\u010divali, te da prati i uskla\u0111uje se sa promenljivim regulativama.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/mainstream.eu\/wp-content\/uploads\/2023\/07\/e-commerce-decision-making.jpg\" alt=\"\" class=\"wp-image-11920\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Kako da izaberete najbolju platformu za svoju online prodavnicu?<\/h3>\n\n\n\n<p>Izbor adekvatne platforme za web shop mo\u017ee da bude veliki izazov. S tim u vezi, Sini\u0161a Nedeljkovi\u0107 je podvukao da kompanije treba da razmotre nekoliko faktora, kao \u0161to su bud\u017eet, primenjivost re\u0161enja za konkretne ciljeve i raspolo\u017eivost ljudskih resursa. Obzirom da se zahtevi kupaca i samog tr\u017ei\u0161ta brzo menjaju, jedan onlajn shop mora da razmi\u0161lja unapred.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cKada birate platformu za svoj e-commerce, zapitajte se &#8211; da li sadr\u017ei sve \u0161to mi je potrebno? Da li \u0107u naknadno morati ne\u0161to da menjam ili nadogra\u0111ujem?<\/p>\n<\/blockquote>\n\n\n\n<p>Govere\u0107i o najboljim praksama, predstavnik Yemore je preporu\u010duo razumenu iskustva sa kompanijama koje su ve\u0107 implementirale web prodavnice, u\u010de\u0161\u0107e u doga\u0111ajima koji se bave e-commerce razvojem, te odabir partnera koji mo\u017ee da pru\u017ei odgovore na sve neudimice i pitanja. Tako\u0111e je predstavio koncept poznat kao <strong>\u201ccomposable commerce\u201d<\/strong> \u010dija je su\u0161tina kreiranje e-commerce platforme od vi\u0161e razli\u010ditih servisa.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Sta_ne_zele_online_kupci\"><\/span>\u0160ta (ne) \u017eele online kupci?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Mnoge vlasnike malih i srednjih kompanija mu\u010di pitanje \u0161ta jedan e-shop treba da sadr\u017ei kako bi odgovorio na potrebe kupaca.<\/p>\n\n\n\n<p>Sa aspekta korisni\u010dkog putovanja, poru\u010dio je Abel Duran, treba po\u0107i od \u010dinjenice da na doma\u0107em tr\u017ei\u0161tu kupovima ve\u0107inom i dalje po\u010dinje na Guglu. Stoga je za e-commerce shop, postoje\u0107i ili novi, klju\u010dno da se dobro pozicionira na Gugl pretragama.<\/p>\n\n\n\n<p>Kako je naveo, istra\u017eivanja tr\u017ei\u0161ta pokazuje da su o\u010dekivanja od online trgovine u Srbiji relativno niska. Dakle, pre nego \u0161to se upustite u implementaciju virtuelne stvarnosti i drugih naprednih projekata, trebalo bi da osigurate osnovno: da sajt odaje integriet i pouzdanost. \u010cest izvor frustracije za online kupca nije to \u0161to proizvod ne mo\u017ee da sagleda kroz VR nao\u010dare, ve\u0107 ako ogla\u0161enog artkla nema na stanju &#8211; naro\u010dito ako je ve\u0107 napravio porud\u017ebinu.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cKorisni\u010dko iskustvo se zavr\u0161ava tek kada pro\u0111e garantni period za proizvod koji ste prodali.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>Online kupci, rekao je Duran, cene jednostavnost. Prelazak sa jedne (upoznavanje sa proizvodima) ta\u010dke do druge (poru\u010divanje i pla\u0107anje) treba da bude fluidan, sa \u0161to manje distrakcija. Trenutak kada je korisnik platio porud\u017ebinu nije poslednja etapa korisni\u010dkog iskustva. Ako dostava kasni ili je procedura za vra\u0107anje proizvoda suvi\u0161e kompleksna, to \u0107e uticati na zadovoljstvo kupca.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Gde_pocinje_poverenje_na_webu\"><\/span>Gde po\u010dinje poverenje na webu?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Oslanjaju\u0107i se na nedavno istra\u017eivanje RINDS-a, Alesandar Nastevski rekao je da korisnici vi\u0161e veruju firmama koje su na rs. domenu. Izbor domena je, kako je istakao, samo po\u010detak izgradnje poverenja.<\/p>\n\n\n\n<p>Na lojalnost uti\u010du faktori kao \u0161to su prednosti koje trgovac nudi, mogu\u0107nosti povrata i reklamacija, te komunikacija sa kompanijom. Iskustvo govori da za korisnike va\u017eno da online prodavnica nudi opciju pla\u0107anja karticom, jer renomirana imena kao \u0161to su Visa i Mastercard automatski ulivaju poverenje.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Na internetu nijedan biznis nije mali<\/h3>\n\n\n\n<p>Panelisti su bili saglasni da online prodaja otvara brojne mogu\u0107nosti za trgovce. Bez obzira da li kompanija ve\u0107 ima razgranatu mre\u017eu fizi\u010dkih prodavnica ili jednu radnju, e-commerce je put ka novim modelima prihoda, novim tr\u017ei\u0161tima i novim poslovnim prilikama. Da bi ste ga uspe\u0161no razvili, va\u017ena su edukacija, razmena iskustava i konstantno uskla\u0111ivanje sa tehnolo\u0161kim i tr\u017ei\u0161nim trendovima. Primena ovih praksi i saveta partnera koji donose iskustvo iz e-commerce sveta, pomo\u0107i \u0107e vam da rastete, i ako ste mala ili srednja kompanije.<\/p>\n\n\n\n<p>Jer, kao \u0161to smo ve\u0107 rekli u jednom blog postu:<br><a href=\"https:\/\/marketplace.mainstream.rs\/blog\/na-internetu-nijedan-biznis-nije-mali\/\">Na internetu nijedan biznis nije mali<\/a>, pa ni va\u0161.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Odgovore na ovo i druga klju\u010dna pitanja vezana za e-commerce biznis ponudila je Zoom panel diskusija \u201cOnline Shop from A to Z\u201d.<\/p>\n","protected":false},"author":4,"featured_media":12253,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-11932","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Kako da pokrenete uspe\u0161an online shop? 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